Beyond MQLs: Reframing success in B2B marketing
Moving Beyond MQLs
A concise reference for adapting to an account-centric, modern approach that delivers real value to Sales.
7
KEY POINTS
1
Focus on buying groups, not lone leads
Multiple enquiries from the same account signal a genuine opportunity; don't treat each contact as a separate lead.
2
Redefine qualification criteria
Move from traditional MQL checklists to Marketing Qualified Accounts (MQAs), considering overall engagement from key stakeholders.
3
Use intent data early
Identify which accounts are actively researching your product or category before they submit a form or demo request.
4
Don't ignore 'duplicate' leads
If different team members from one organization show interest, aggregate their activities to build a complete account picture.
5
Personalise outreach to the account
Tailor emails and collateral to the industry and potential problems revealed by your data.
6
Align on one revenue metric
End the tug-of-war by choosing a shared KPI—such as pipeline contribution or revenue—for both Marketing and Sales.
7
Continuous feedback loop
Meet regularly to discuss account progression. Use these sessions to refine your approach and stay updated on changing buyer preferences.
Moving forward together
The journey beyond MQLs represents more than a shift in metrics—it's a major transformation in how marketing and sales collaborate to drive business growth. By focusing on accounts rather than leads, using technology to identify intent, and aligning around shared revenue goals, organizations can build more efficient, effective revenue engines. As B2B buying continues to evolve, this account-centric approach will become not just a competitive advantage but a business necessity. The most successful organizations will be those where marketing and sales move beyond traditional boundaries to create smooth, personalized buying experiences that resonate with today's complex buying committees.
About 6sense
6sense is on a mission to revolutionise the way B2B organisations create revenue by predicting customers most likely to buy and recommending the best course of action to engage anonymous buying teams. 6sense Revenue AI is the only sales and marketing platform to unlock the ability to create, manage and convert high-quality pipeline to revenue. Customers report 2X increases in average contract value, 4X increases in win rate and 20-40% reduction in time to close deals. Know everything, do anything, with 6sense.